Case analysis answers for the attached case,

IVEy Publishing W25384 LYFT VEHICLE SERVICES: BUILDING TRUST AND REPAIRING A VALUE PROPOSITION Mathew Taylor wrote this case under the supervision of Professor Enc Janssen solely to provide material for class discussion. The authors do not Intend to Nustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other Identifying Information to protect confidentiality. This publication may not be transmitted, photocopled, digitized, or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order coples or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Westem University, London, Ontario, Canada, NOG ONT; (1) 510.601.3208, (e) cases givey.ca; www.iveycases.com. Our goal is to publish materials of the highest quality, submit any errata to publishcases@ivey.ca. Copyright @ 2021. Ivey Business School Foundation Version: 2021-10-13 CONTEXT In 2019, Rachel Tepper, the senior manager of strategy and business operations at the San Francisco headquarters of Lyft Inc. (Lyft), had been tasked with helping build and ultimately scale Lyft's new vehicle services division. Tepper was focused on answering two key questions: "How could Lyft earn the trust of consumers?"and "Should the company revisit its value proposition?" Tepper realized that answering these questions would be essential to Lyft's ability to see significant success within the vehicle services market. COMPANY BACKGROUND Lyft was a technology company that was an established player in North America's vehicle-for-hire industry, also known as rideshare.' Lyft held 32 per cent of the market share within this industry, and as a result, it was the second-largest rideshare company in the United States (where Uber Technologies Inc. was the largest).' While it was continuing to grow, Lyft currently operated within 644 US cities and twelve Canadian cities. Operating from a mobile application available on 105 and Android devices, Lyft provided traditional rideshare services while also providing users in select markets with access to rental cars, motorized scooters, bicycles, self-driving vehicles, and-more recently-food delivery through a partnership with GrubHub Holdings Inc. While it offered a wide range of services, Lyft's core mission was "to improve people's lives with the world's best transportation. "\fASSIGNMENT QUESTIONS p-i What are value propositions, why are they important, and what makes a great one? 2. What is Lyft's current value proposition within vehicle services? Is this value proposition strong? If not, how should it change? How should Ly take into account the feedback from potential customers? 4. How can Lyft build trust with consumers? 5-\